扬帆再起航：悦达起亚打赢价值保卫战

Core Insights - Yueda Kia has shown impressive performance in 2025, achieving continuous sales growth and establishing itself as a significant player among joint venture brands in a highly competitive automotive market [1][2] Sales Performance - In December 2025, Yueda Kia sold 20,666 vehicles, maintaining over 20,000 monthly sales for ten consecutive months; total annual sales reached 253,964 vehicles, marking a 2.3% year-on-year increase and achieving positive growth for two consecutive years [2] - Globally, Kia's sales exceeded 3.135 million vehicles in 2025, a 2% increase, setting a record for the highest sales since its establishment in 1944 and ranking among the top three globally for four consecutive years [2] Market Strategy - Yueda Kia has adopted a "long-termism" approach, focusing on product quality and brand building to enhance its core competitiveness in the Chinese market [2][4] - The company has actively expanded its overseas market, exporting 537,000 vehicles and generating $5.83 billion in export revenue since November 2018, with a presence in 89 countries and regions [4] Brand Development - In 2025, Kia launched the brand slogan "Kia, Driven by Heart" and produced a brand film to convey the message that "cars are companions," enhancing brand influence [6] - Yueda Kia has engaged in various social responsibility initiatives, including AED training for car owners and sponsoring local sports teams, which have significantly improved brand image and recognition [8][10] Product Innovation - The company has established a dual-fuel strategy ("oil and electricity") to meet diverse consumer needs, with recent upgrades to several models including the new Sportage and EV5 [11][18] - The EV5, a strategic model produced in China, boasts a range of 720 km and is positioned as a high-quality, cost-effective electric SUV [15] Dealer Network and Customer Satisfaction - In 2025, Yueda Kia added over 60 new sales outlets, with more than 60% of dealers profitable, significantly outperforming the industry average [23] - The company achieved a customer satisfaction score of 799 in the J.D. Power 2025 China After-Sales Service Satisfaction Study, ranking second among joint venture brands [23][24] Future Outlook - For 2026, Yueda Kia plans to continue its "In China, For China" strategy, focusing on local marketing, brand recognition, and product quality management [25] - The company aims to launch three new global models in China, including the new Sportage, and leverage the "trade-in" policy to boost sales [27]